It’s a fine balancing act leveraging your database to keep in front of leads and move them toward a sale, without turning them off and creating unsubscribes. Here are three steps to use your email list to better facilitate the sale: Segment, nurture, and segment some more. The campaign serves several purposes: staying top-of-mind, building a trust relationship, providing information about your business as appropriate, and moving the user closer to a sale. conference talk or webinar. Use questions that can help you better target the user post-webinar. MORE >>

In general, the primary CTA you choose should align with the person''s position in the sales funnel. For example, if someone is already a lead who has converted on a bunch of your top-of-the-funnel offers like educational ebooks, your primary CTA might be for a more middle-of-the-funnel offer such as a product demo. But maybe someone isn''t ready to take that next step to see a demo, and they''re content in their current stage -- still craving that purely educational ebook you''re promoting in your secondary CTA. 'Chocolate or vanilla? Comedy or drama? MORE >>

According to Forrester Research , companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. You need enough of it in order to keep your lead nurturing emails interesting and relevant at every stage in the sales and marketing funnel, from a lead's initial discovery of your business all the way through to purchase-readiness. Select Your Best Marketing Offers for Each Stage of the Sales Cycle. As I mentioned earlier, most of the more basic lead nurturing campaigns are based solely around stages in the sales cycle. MORE >>

Chances are, if this is Johnny's first interaction with your company, he's probably not quite yet ready for a sales call. The more you know about leads' activity on your website and with your content, the more effectively you'll be able to segment and personalize your email marketing messages, lead nurturing campaigns, and sales follow-up. For example, if they're checking out your product pages, they're likely to be further down the sales funnel, and more likely to be interested in a product-focused offer such as a free trial or a demo. He's to your right. MORE >>

They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. And if site visitors are looking at this type of content, they're likely already in your sales funnel and much closer to making a purchasing decision. Webinars (Live & Archived). Product Demos. This value could also mean different things for offers used in different stages of the sales process. What might be more valuable to those types of visitors is a CTA for something like a free product trial, or a demo if you're a software vendor. MORE >>